Units are thinking and behaving more entrepreneurially than ever. Secondary Promotional Logos are a new tool for UF communicators seeking to visually brand their promotional efforts, while staying aligned with UF branding.

A New Logo Landscape for UF Communicators

By targeting promotional efforts that relate to the academic mission with a new category of official secondary promotional logos, the first steps can be taken towards a more cohesive, consistent and unified visual identification system – a key improvement to the way our image is perceived by our audiences at a time when our national image is growing.

The Framework

A fundamental goal of this system is to offer individuality and uniqueness to units seeking to visually brand their promotional efforts — while instituting brand-aligned, sophisticated typography to build consistency across campus.

A. Icon / Logomark. A symbol representing the effort. Should be free from typography with the exception of monogram-like arrangements of 1-3 letters.

B. Title. The official name of your promotional effort. Can vary from 1-3 lines, depending on length. Width is also variable as needed, and sidebars should maintain adequate spacing and not be crowded.

C. Descriptor. A reference to the unit, or a further explanation of the promotional title. In cases where a promotional logo will be marketed off-campus, listing “University of Florida” is required. For uses limited to campus only, it is not necessary to include University of Florida.

D. Type Lockup. The Title and Descriptor form the type lockup, whose font, format and arrangement may not be varied. All elements of the type lockup must always be the same color, either gator blue or white (depending on the application).

Notable exceptions where unique and individual graphic logos may continue to be used:

Only with University Relations’ approval. Generally that approval depends on the quality of the logo mark you are currently using, and comparison of that quality against the whole of UF’s branding efforts. In some cases, it may be necessary to re-brand your effort with a new logo. Templates are available below, as .ait files (Adobe Illustrator Template), and require the brand font Gentona Bold to be installed. More information on UF branding fonts.

Alternately, to request information on how you can have a new promotional logo designed for effort(s) within your unit, please contact Nicole Yucht, AVP, UF Communications, or Michael McAleer, Graphic Designer with University Communications.

Why does University Communications need to approve my promotional logo?

With a goal of creating a cohesive, consistent and unified visual identification system that reflects UF’s rise into the top tier of pubic universities, it’s critical that we guide and supervise the early implementation of this new category of the brand identity. Like the identity as a whole, we want everyone participating to ultimately carry it forward independently with confidence. Until then, we want to make sure everyone gets off to a great start.

What do I do with existing materials that are in use?

You may continue to use existing materials, collateral, displays etc. for the near future. When they are ready to be replaced or reprinted, use your new promotional logo. Materials that are produced prior to 3/30/16 can continue to be used until depleted. Materials created after 4/1/16 should be in compliance.

Are there alternate formats for promotional logos?

Yes, a horizontal template is included in the template kit above, making usage in tight spaces such as web banners and some promotional items much easier:

Quick Do’s and Don’ts with Promotional Logos

DO:

Utilize best practices and use professional design service providers whenever possible, whether internal or external. University Communications can help if you are understaffed and unable to hire external vendors.

Use color for expressiveness in the icon. Remember, you’re no longer limited to orange and blue here.

Consider simpler color schemes that aid in reproduction and may be less expensive to produce. Nobody needs a 7-color ball point pen. Consider how your icon may reproduce in 1 color.

Use your secondary promotional logo when you’re marketing.

DON’T:

Place words or phrases in your icon. The title and descriptor will handle that, and keep things simple. 1-3 monogrammatic letterforms are acceptable. Using acronyms generally won’t be very striking or useful in this context and may not be approved in some cases.

Crowd the clear zone margins between the icon and the title areas, or overlap any part of the icon with the title/descriptor. Maintain clear zone margins as outlined in the template.

Use your secondary promotional logo for administrative purposes, or to identify your effort with the unit or college you are associated with. Those institutional contexts require the use of standard Secondary Logos.

Include the Century Tower in your promotional logo. This iconic landmark at the University of Florida is reserved for university-wide promotion and cannot be used for any one unit or department.

UF Health

Please note that UF Health has its own unique set of identity standards to maintain the integrity of its established brand. Any logo reflecting the UF Health name should follow UF Health identity standards creativeservices.ufhealth.org . Requests for promotional logos pertaining to UF Health and its six health-related colleges, research centers, institutes and programs must flow through UF Health’s Communications Division for approval. Please contact 352-273-5810 for more information.